HC Energie Karlovy Vary Marketing plan
My team created a marketing plan for Hockey Club Energie in Karlovy Vary, Czech Republic aimed at increasing attendance at their home games.
Our vision was to transform HC Karlovy Vary from solely a hockey stadium to the best entertainment hub in the region.
Our brand strategy was to redefine HC Energie as an entertainment experience rather than solely a game, and shift fan impressions of the team from the current Brave Hero archetype to an Everyday Hero who stands for the community.
We did this three ways…
Targeted social media campaigns transitioning the team from Brave Hero to Everyday Hero and interacting with pop culture and trends
Creation of both team and individual player social media accounts
Influencer content
Brand interaction in comments
Increased Entertainment
Wider range of concession menu options with Czech staples and deals such as happy hour wine and burgers
Audience participation in halftime games and local groups coming in to perform the Czech National Anthem “Kde domov můj”
Fun sideline activities such as t-shirt launchers and fan dances
Creation of HC Energie Ultimate Fan App to increase community engagement.
Priority access to ticket sales
Exclusive access to Ultimate Fan Events
Game schedules and live updates
“Fan huddles” to build community and meet other fans
Online merchandise sales
*click image for full pitch deck*